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Vice President, Demand Generation

Focus Brands

Atlanta, Georgia
posted September 29, 2020

Job Description

The Vice President, Demand Generation, defines frameworks, best practices and playbooks for Paid, Owned and Earned Media, as well as Loyalty. The VP manages relationships with primary agencies and vendors in support of Paid/Owned/Earned media and loyalty performance across categories and brands. This position creates performance benchmarks for Demand Generation, working with Category Digital Engagement Demand leads for performance management. The Vice President, Demand Generation generates demand and executes paid/owned/earned campaigns for cross-brand initiatives (Search, Cross-brand gift card, E-commerce, Cross-brand loyalty.

Generation

  • Creates strategies, campaign messaging, content and in support of Paid/Owned/Earned media and loyalty performance across categories and brands.
  • Develops best practices to streamline reporting and set up an optimization process for all demand generation activations.
  • Monitors and analyzes performance against marketing goals and continually makes and implements recommendations for optimization and ongoing growth.
  • Communicates with key stakeholders on an ongoing basis regarding demand generation performance results, current initiatives, and course corrections being taken.
  • Identifies new optimization tests and growth opportunities and areas for additional investment in time and money and decreased focus.
  • Tracks the market for trends, benchmarks, opportunities, competitive tactics, best practices, tools/platforms, etc. and use that information to make recommendations.
  • Develops demand generation campaign strategies and plans, outlining key marketing themes, messages, and offers and channels for promotions within defined monthly, quarterly and annual cycles.
  • Manages demand generation marketing calendar, budget management and reporting.
  • Delivers repeatable, sustainable and predictable marketing-generated revenue in key regions via digital marketing and marketing automation.
  • Establishes KPIs for all demand generation marketing programs and monitors Focus Brands' demand generation marketing investments to deliver improved ROI performance.

Builds and Directs a High Functioning Team

  • Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
  • Oversees people processes and programs across the team to ensure talent for current and future needs by providing operational, functional, and technical leadership.
  • Attracts, retains, and develops highly effective professionals and support staff.
  • Cultivates a bench of leadership and talent to deliver results and support future growth.
  • Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team's performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
  • Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
  • Recognizes initiative, innovation, and work well done to create a positive work environment of excellence.
  • Performs other duties as assigned.
  • Conforms with all corporate policies and procedures.

Leadership Competencies

  • Works thru others, comfortable 'coaching' and developing teams
  • Adapts coaching and consulting style based on the individual
  • Thrives in a matrix organization -- strong collaborator, inspires and is able to align resources to identify critical needs / requirements to building market level implementation plans.
  • Led and executed 1 and 3 year business and brand plans
  • Demonstrated knowledge of aligning appropriate brand elements in a societal context.
  • Ability to coach and execute against scenario planning
  • Can coach and develop people to carry a vision and engage an organization
  • Experience in building holistic business plans working across functions
  • Strong orchestrator -- ability to organize key constituencies around a vision / mission w/out being the seen as the leader
  • Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
  • Oversees people processes and programs across the team to ensure talent for current and future needs by providing functional and technical leadership.
  • Attracts, retains, and develops highly effective professionals and support staff.
  • Cultivates a bench of leadership and talent to deliver results and support future growth.
  • Determines work methods and directs the work of associates.
  • Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team's performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
  • Evaluates and determines the hiring, promotion, salary recommendations, and all employment-related decisions.
  • Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
  • Recognizes initiative, innovation, and work well done to create a positive work environment of excellence.